For years, our agency has been telling the world that we need to emulate Amazon.com, when it comes to building e-commerce websites (and unleash the power of SEO). The company is the #2 most search engine friendly website in the world — and very importantly, the #1 commercial SEO’d website in the world.
There are many other websites which also perform as well. Today, we will share those sites with you so you can use these model websites for examples to optimize your e-commerce website.
Note: many of these ecommerce sites took a relatively large hit to their rankings — two months after we checked on the sites. A few prospered & I would take note how they improved vs. the majority.
Starting in reverse order:
25th Most SEO’d Ecommerce Site: Michaels.com
Crafts online retailer Michaels enjoys showing up organically for an estimated 993k+ keywords. These individual phrases and keywords generate approximately 15 million+ individual users per month. Unbranded searches with significant volume that Michael’s ranks #1 are:
picture frames ~301,000 searches/mo
shadow box ~135,000 searches/mo
craft store ~135,000 searches/mo
beads ~90,500 searches/mo
ac moore ~74,000 searches/mo
The top performing pages of the ecommerce site are:
homepage garnered ~49% of the site’s total organic traffic
Michael’s is the 256th overall most SEO friendly website on the web.
Their main brand search “michaels” is sought after 7,480,000 times a month.
24th Most Search Engine Friendly Ecommerce Site: AutoZone.com
AutoZone ranks organically on record for 1.3 million+ keywords via our 3rd party tool. These individual phrases and keywords generate approximately 3.9 million+ individual users per month. The top phrases that AutoZone ranks #1 as are:
car battery ~165,000 searches/mo
brake pads ~74,000 searches/mo
power steering pump ~40,500 searches/mo
oil filter ~33,100 searches/mo
brake rotors ~27,100 searches/mo
The top performing pages of the ecommerce site are:
Homepage ~48.8% of the site’s total organic traffic
Contact Us Page ~0.37% of the site’s total traffic
AutoZone is the 250th overall most SEO friendly website on the web.
Their main brand search “autozone” is sought after 9,140,000 times a month.
23rd Most SEO’d Ecommerce Site: Adidas.com
Adidas is not only one of the best footwear brands in the world, but they’ve also taken the search engine marketing digital channel seriously. The shoes company has stayed relevant and competitive by not ignoring potentially one of the most important marketing channels in history. The online retailer of of sports footwear reaps organic benefits from 436.1k+ keywords. This optimization provides the site with approximately 3.9 million monthly “free” organic benefits. Some top unbranded searches that Michael’s ranks #1 are:
yeezy ~1,220,000 searches/mo (generating ~3.51% of the site’s total traffic — quite a powerful keyword!)
ivy park ~165,000 searches/mo
ultra boost ~90,500 searches/mo
nmd ~90,500 searches/mo
tracksuit ~60,500 searches/mo
The top performing pages of the ecommerce site are:
US subsite ~17.1% of the site’s total organic traffic
Adidas.com is the 242nd overall most SEO friendly website on the web
Their main brand search “adidas” is sought after ONLY 3,350 times a month.
22nd Most Search Engine Friendly Site: Ulta.com
Beauty products site Ulta Beauty is crushing it online. Nine (9) million organic visits land on the page (on average) as a result of being optimized for 1.1 million keywords. They are saving an estimated $12.2 million in traffic costs PER MONTH by having their organic game up to snuff. When examining their pages beyond the 1st 3, you can see they generate at least 0.10% each of their total organic traffic via 70+ pages. They’ve diversified the sources well enough that when they take a hit on one product, the many others can offset the traffic.
ariana grande perfume ~110,000 searches/mo
maui babe browning lotion ~165,000 searches/mo
press on nails ~135,000 searches/mo
eyelashes ~135,000 searches/mo
bio oil ~135,000 searches/mo
The top pages of the ecommerce site are:
The homepage garners ~30.13% of the site’s total organic traffic
Ulta.com is the 225th overall most SEO friendly website on the web.
Their main brand search “ulta” is sought after 5,000,000 times a month.
21st Most SEO’d Ecommerce Site: Gap.com
The apparel retailer Gap.com has been generating 18.6 million organic visits over 713.1k in keywords :
maternity clothes ~201,000 searches/mo
girls clothes ~110,000 searches/mo
boys clothes ~49,500 searches/mo
hill city ~27,100 searches/mo
plus size ~33,100 searches/mo
The top pages of the ecommerce site are:
The sub-brand “Old Navy’s site” ~40.94% of the site’s total organic traffic
Homepage of the main brand is only ~9.41% of the site’s total traffic
The other brand we know “banana republic” also ONLY garners ~6.85% of the site’s total traffic
Their 4th brand “athleta” generates ~4.69% of the site’s total traffic
And the usual “stores” locator page produces ~1.77% of the site’s total traffic
Gap.com is the 206th overall most SEO friendly website on the web.
Their main brand search “gap” is sought after 1,830,000 times a month, but their sub-brands like “old navy” are searched 9,140,000/mo (more than the main brand), “banana republic” is searched 1,500,000/mo and “athleta” is sought after on google 1,000,000/mo.
20th Most Search Engine Friendly Site: BedBathandBeyond.com
House and home goods retailer Bed Bath and Beyond shows up for 2.2 million keywords organically generating approximately 19 million in visitors monthly:
bed ~450,000 searches/mo
duvet covers ~246,000 searches/mo
tablecloth ~74,000 searches/mo
dinner set ~49,500 searches/mo
ugg comforter ~33,100 searches/mo
The top pages of the ecommerce site are:
Home page ~42.33% of the site’s total organic traffic
Coupons page ~4.14% of the site’s total traffic
Find store page ~1.93% of the site’s total traffic
BB&B Help Center ~0.35% of the site’s total traffic
Bed Bath & Beyond is the 195th overall most SEO friendly website on the web.
Their main brand search “bed bath and beyond” is sought after 9,140,000 times a month.
19th Most SEO’d Ecommerce Site: DicksSportingGoods.com
Sporting goods company Dick’s :
bike ~673,000 searches/mo
sporting goods ~246,000 searches/mo
kayaks for sale ~301,000 searches/mo (recently rising from #2 -> #1)
elliptical ~301,000 searches/mo
sporting goods store ~165,000 searches/mo
The top pages of the ecommerce site are:
Homepage ~32.33% of the site’s total organic traffic
store locator ~3.89% of the site’s total traffic
coupons ~2.42% of the site’s total traffic
bikes ~2.15% of the site’s total traffic
exercise equipment ~1.54% of the site’s total traffic
Dick’s Sporting Goods is the 186th overall most SEO friendly website on the web.
Their main brand search “dicks sporting goods” is sought after 4,090,000 times a month & surprisingly, “dicks” is only searched 1,830,000/mo (but I imagine this is because we exclude out ‘adult searches’)
18th Most Search Engine Friendly Site: SamsClub.com
Costco competitor Sam’s Club has been decreasing a tad lately with it’s organic efficacy, but it still generates about 2.7 million visitors a month via 2.1 million keywords which saves the company ~$3.4 million in paid search traffic costs/mo.
restaurant supply near me ~40,500 searches/mo
tv sales near me ~27,100 searches/mo
members mark ~22,200 searches/mo
freezers for sale near me ~18,100 searches/mo
fruit tray ~12,100 searches/mo
The top pages of the ecommerce site are:
Home ~53.17% of the site’s total organic traffic
H&D page ~4.03% of the site’s total traffic
Store locator ~3.70% of the site’s total traffic
Signup/join page ~0.76% of the site’s total traffic
All consoles page ~5.32% of the site’s total traffic
Accessories page ~3.12% of the site’s total traffic
Xbox Live page ~3.09% of the site’s total traffic
Xbox.com is the 149th overall most SEO friendly website on the web.
Their main brand search “xbox” is sought after 1,830,000 times a month w/ a recent trending search “xbox series x” outdoing the main brand w/ 4,090,000 searches/mo lately (may 2021).
16th Most Search Engine Friendly Site: GameStop.com
The reddit stock phenomena flipped the financial community upside down, but are they doing the same online via SEO?
picture frames ~301,000 searches/mo
shadow box ~135,000 searches/mo
craft store ~135,000 searches/mo
beads ~90,500 searches/mo
ac moore ~74,000 searches/mo
The top pages of the ecommerce site are:
homepage ~37.59% of the site’s total organic traffic
Playstation 5 portal page ~2.94% of the site’s total traffic
Gamestop is the 144th overall most SEO friendly website on the web.
Their main brand search “gamestop” is sought after 9,140,000 times a month.
15th Most SEO’d Ecommerce Site: IKEA.com
Crafts online retailer Michaels enjoys showing up organically for an estimated 993k+ keywords. These individual phrases and keywords generate approximately 15 million+ individual users per month. Some unbranded searches that Michael’s ranks #1 are:
desk ~1,000,000 searches/mo
dresser ~550,000 searches/mo
loft bed ~246,000 searches/mo
kids desk ~201,000 searches/mo
dining table ~201,000 searches/mo
The top pages of the ecommerce site are:
US homepage ~26.21% of the site’s total organic traffic
Desks & computer desks page ~2.49% of the site’s total traffic
Chests & drawers page ~2.27% of the site’s total traffic
IKEA.com is the 116th overall most SEO friendly website on the web.
Their main brand search “IKEA” is sought after 9,140,000 times a month.
14th Most Search Engine Friendly Site: Kohls.com
Crafts online retailer Michaels enjoys showing up organically for an estimated 993k+ keywords. These individual phrases and keywords generate approximately 15 million+ individual users per month. Some unbranded searches that Michael’s ranks #1 are:
stores ~74,000 searches/mo
bedspreads ~74,000 searches/mo (jumped from #7 -> #1 recently)
shoe sale ~60,500 searches/mo
mens cross necklace ~60,500 searches/mo
boys pyjamas ~40,500 searches/mo
The top pages of the ecommerce site are:
Homepage ~33.89% of the site’s total organic traffic
Coupon’s page ~4.72% of the site’s total traffic
Customer Service Online ~2.82% of the site’s total traffic
Stores locator ~2.71% of the site’s total traffic
Stores Search ~1.81% of the site’s total traffic
Kohls.com is the 109th overall most SEO friendly website on the web.
Their main brand search “kohls” is sought after 11,140,000 times a month.
13th Most SEO’d Ecommerce Site: Nordstrom.com
Crafts online retailer Michaels enjoys showing up organically for an estimated 993k+ keywords. These individual phrases and keywords generate approximately 15 million+ individual users per month. Some unbranded searches that Michael’s ranks #1 are:
dresses ~673,000 searches/mo
shoes for women ~368,000 searches/mo
sexy lingerie ~246,000 searches/mo
boots for women ~246,000 searches/mo
watches for men ~201,000 searches/mo (moved up from #5 -> #1)
The top pages of the ecommerce site are:
Homepage ~20.14% of the site’s total organic traffic
Dresses page ~2.46% of the site’s total traffic
Shoes page ~0.77% of the site’s total traffic
Boots page ~0.73% of the site’s total traffic
Handbags page ~0.66% of the site’s total traffic
Nordstrom.com is the 107th overall most SEO friendly website on the web.
Their main brand search “nordstrom” is sought after 7,480,000 times a month.
12th Most Search Engine Friendly Site: Macys.com
Instead of becoming a dinosaur retailer like Barnes and Nobles, Macys decided to take the online revolution seriously.
Not only are they ahead of their contemporary & tech hub based Nordstrom, but they’re beating the Swedish founded company on their targets (womens’ shoes) in some areas like “pumps.” The company also is well known for their marketing efforts including spending tons of money on online events like the Thanksgiving Day Parade and the 4th of July celebration — as a result, they rank #1 for both. While their #1 positions as not as ubiquitous as Amazon’s, they hold MANY #2 positions on popular terms like “furniture store” (and the plural version along wwith 1.22 mill/mo searches), jewelry (450k/mo) or clothing store (~368k/mo)
mattress sale ~165,000 searches/mo (up from #2 -> #1)
coat ~90,500 searches/mo
pumps ~60,500 searches/mo (up from #2 -> #1)
thanksgiving day parade ~49,500 searches/mo
4th of july fireworks ~49,500 searches/mo (up from #2 -> #1)
The top pages of the ecommerce site are:
Homepage ~34.12% of the site’s total organic traffic
Furniture ~1.84% of the site’s total traffic
Coupons & deals page ~1.67% of the site’s total traffic
Store locator ~1.04% of the site’s total traffic
Gateway? ~0.83% of the site’s total traffic
Macys.com is the 98th overall most SEO friendly website on the web.
Their main brand search “macys” is sought after 13,600,000 times a month.
11th Most SEO’d Ecommerce Site: Costco.com
Probably my favorite retailer of these all, Costco.com still has a bit of room to grow. … With all this said, you can tell they’re making progress — probably because they hired a friend of mine as one of their few SEOs. I hope they decide to hire more:
full size mattresses ~201,000 searches/mo
leather sectional ~90,500 searches/mo
appliance ~60,500 searches/mo (up from #3 -> #1)
murphy bed with desk ~40,500 searches/mo
wall bed ~33,100 searches/mo
The top pages of the ecommerce site are:
~49% of the site’s total organic traffic
~9.17% of the site’s total traffic
~4.13% of the site’s total traffic
~1.49% of the site’s total traffic
~0.48% of the site’s total traffic
Costco.com is the 80th overall most SEO friendly website on the web.
Their main brand search “costco” is sought after 16,600,000 times a month.
10th Most Search Engine Friendly Site: WayFair.com
Crafts online retailer Michaels enjoys showing up organically for an estimated 993k+ keywords. These individual phrases and keywords generate approximately 15 million+ individual users per month. Some unbranded searches that Michael’s ranks #1 are:
Warehouse locator ~2.89% of the site’s total traffic
Gasoline page ~1.64% of the site’s total traffic
Employee page ~0.68% of the site’s total traffic
WayFair.com is the 67th overall most SEO friendly website on the web.
Their main brand search “wayfair” is sought after 9,140,000 times a month.
9th Most SEO’d Ecommerce Site: Nike.com
Crafts online retailer Michaels enjoys showing up organically for an estimated 993k+ keywords. These individual phrases and keywords generate approximately 15 million+ individual users per month. Some unbranded searches that Michael’s ranks #1 are:
jordan ~1,830,000 searches/mo
air force 1 ~1,220,000 searches/mo
air max 97 ~550,000 searches/mo
sneakers ~90,500 searches/mo (from #5 -> #1)
basketball shoes ~201,000 searches/mo
The top pages of the ecommerce site are:
Homepage ~9.77% of the site’s total organic traffic
Air Force 1 Shoes page ~2.60% of the site’s total traffic
Jordan page ~2.36% of the site’s total traffic
Air max page ~1.89% of the site’s total traffic
Sale page ~1.87% of the site’s total traffic
Nike.com is the 58th overall most SEO friendly website on the web.
Their main brand search “nike” is sought after 5,000,000 times a month.
8th Most Search Engine Friendly Site: BestBuy.com
Crafts online retailer Michaels enjoys showing up organically for an estimated 993k+ keywords. These individual phrases and keywords generate approximately 15 million+ individual users per month. Some unbranded searches that Michael’s ranks #1 are:
laptop ~673,000 searches/mo
printer ~450,000 searches/mo (moved up from #3 -> #1)
geek squad ~246,000 searches/mo
gaming monitor ~301,000 searches/mo
laptop deals ~301,000 searches/mo
The top pages of the ecommerce site are:
Homepage ~29.86% of the site’s total organic traffic
Store locator ~3.41% of the site’s total traffic
Top deals page ~2.24% of the site’s total traffic
Black Friday page ~0.68% of the site’s total traffic
Gaming desktop pages ~0.60% of the site’s total traffic
BestBuy.com is the 43rd overall most SEO friendly website on the web.
Their main brand search “best buy” is sought after 24,900,000 times a month.
7th Most SEO’d Ecommerce Site: Lowes.com
Home Depot competitor is giving the home goods retailer a run for its money. Currently, they drive about 38.8 million visitors/mo to its site via SEO. Approximately 5.6 million terms help this “appliance store” superstore get “free organic traffic” monthly. Home Depot better watch out!
Homepage ~26.25% of the site’s total organic traffic
Find your Lowe’s Store page ~2.57% of the site’s total traffic
Appliances page ~0.68% of the site’s total traffic
Lowe’s Credit Center ~0.60% of the site’s total traffic
Pools page ~0.47% of the site’s total traffic
Lowes.com is the 39th overall most SEO friendly website on the web.
Their main brand search “lowes” is sought after 24,900,000 times a month.
6th Most Search Engine Friendly Site: Target.com
Crafts online retailer Michaels enjoys showing up organically for an estimated 993k+ keywords. These individual phrases and keywords generate approximately 15 million+ individual users per month. Some unbranded searches that Michael’s ranks #1 are:
stores near me ~1,222,000 searches/mo
chair ~301,000 searches/mo
tv stand ~301,000 searches/mo
nightstand ~301,000 searches/mo
bathing suites ~301,000 searches/mo (up from #2 -> #1)
The top pages of the ecommerce site are:
Homepage ~24.83% of the site’s total organic traffic
Find stores ~4.91% of the site’s total traffic
Manage my Red (Target Credit) Card ~0.71% of the site’s total traffic
Baby Registry page ~0.51% of the site’s total traffic
About the Red (Credit card) ~0.44% of the site’s total traffic
Target.com is the 30th overall most SEO friendly website on the web.
Their main brand search “target” is sought after 37,200,000 times a month.
5th Most SEO’d Ecommerce Site: Etsy.com
Crafts online retailer Michaels enjoys showing up organically for an estimated 993k+ keywords. These individual phrases and keywords generate approximately 15 million+ individual users per month. Some unbranded searches that Michael’s ranks #1 are:
reborn baby dolls ~165,000 searches/mo
christmas stockings ~135,000 searches/mo
initial necklace ~90,500 searches/mo
anklet ~90,500 searches/mo
best friend gifts ~74,000 searches/mo
The top pages of the ecommerce site are:
Homepage ~8.60% of the site’s total organic traffic
Login page ~0.08% of the site’s total traffic
Reborn baby dolls page ~0.07% of the site’s total traffic
Nails page ~0.06% of the site’s total traffic
Masks page ~0.06% of the site’s total traffic
Etsy.com is the 19th overall most SEO friendly website on the web.
Their main brand search “etsy” is sought after 13,600,000 times a month.
4th Most Search Engine Friendly Site: eBay.com
You would think a site that generates tons of traffic via very niche like terms would fail to compete, but eBay still sits on top of this 25 most SEO’d websites survey. However, there may be a distinct reason why Amazon forged ahead and is currently worth over 1.5 TRILLION dollars more than this online retailer (& auction website). When phrases like “gibraltar neanderthal coin” or “botas under armour mujer” are some of your top terms where you rank #1, you may need to consider what else could be done to beat the Seattle behemoth. Hire Seattle Organic SEO or Brandon? Maybe.
supreme oreos ~74,000 searches/mo
porcelain dolls ~49,500 searches/mo
sierra romero jersey ~30 searches/mo
gibraltar neanderthal coin ~70 searches/mo
botas under armour mujer ~50 searches/mo
The top pages of the ecommerce site are:
Homepage ~17.62% of the site’s total organic traffic
Cars & Trucks Parts & Accessories ~0.68% of the site’s total traffic
Customer Service ~0.19% of the site’s total traffic
Hello/Login page ~0.17% of the site’s total traffic
Sign in (again) page ~0.16% of the site’s total traffic
eBay is the 22nd overall most SEO friendly website on the web.
Their main brand search “ebay” is sought after 37,200,000 times a month.
3rd Most SEO’d Ecommerce Site: HomeDepot.com
Crafts online retailer Michaels enjoys showing up organically for an estimated 993k+ keywords. These individual phrases and keywords generate approximately 15 million+ individual users per month. Some unbranded searches that Michael’s ranks #1 are:
home ~1,500,000 searches/mo
pool ~1,000,000 searches/mo
refrigerator ~1,000,000 searches/mo
hot tub ~450,000 searches/mo
chest freezer ~673,000 searches/mo
The top pages of the ecommerce site are:
Homepage ~17.96% of the site’s total organic traffic
Store finder ~1.52% of the site’s total traffic
Manchester, NH store page ~0.46% of the site’s total traffic
Above Ground Pools ~0.45% of the site’s total traffic
Refrigerators ~0.42% of the site’s total traffic
HomeDepot.com is the 18th overall most SEO friendly website on the web.
Their main brand search “home depot” is sought after 45,500,000 times a month.
2nd Most Search Engine Friendly Site: Walmart.com
While Walmart might ONLY be the #2 website for “grocery store,” it still ranks #1 for the phrase that is easier to type in: “grocery.” With that said, being #1 for the former term might help the online (and offline) retail giant perform even better than the 118 million organic visitors they get a month over 27.9 million terms/phrases.
A long long time ago, Walmart dominated every retail space. However, Jeff Bezos decided he wasn’t going to let them remain up top. Nevertheless, Walmart also responded in kind and made inroads in this “SEO thing” and ranks for so may larger search volume phrases. We’ll share a few of them here today:
grocery ~1,000,000 searches/mo
christmas tree ~823,000 searches/mo (recent improvement from #3 -> #1)
Walmart’s is the 16th overall most SEO friendly website on the web.
Their main brand search “walmart” is sought after 45,500,000 times a month.
(1st) Most SEO’d Ecommerce Site in the world: Amazon.com
Amazon is the best at this thing we call SEO; as a result of their efforts, the online retailer has become a household name — LITERALLY. The brand is almost as ubiquitous as Google. You could literally say “amazon” it by buying something online.
Not only does Amazon OWN the online retail space across more categories than you can count, but they also do SEO correct. It shows by looking at the various pages and how much each page generates for the overall pie. The homepage ONLY generates less than 10% of the traffic and the rest comes from the 27 million+ other pages that generate as much as the 100 pages that generate at least 200,000 visits a month organically.
Currently, in May of 2021, Amazon has 83.6 million keywords generating 1.1 billion in organic users per month. Yes, this is for free…well with all the hard work of current and past SEOs.
naked women ~1,220,000 searches/mo
disinfectant wipes ~1,000,000 searches/mo
gaming chair ~1,000,000 searches/mo
am ~368,000 searches/mo
thermometer ~673,000/mo
The top pages of the ecommerce site are:
Home page ~7.95% of the site’s total organic traffic
Amazon Prime page ~1.53% of the site’s total traffic
Prime video homepage ~0.36% of the site’s total traffic
Smile Amazon page ~0.24% of the site’s total traffic
Help page ~0.15% of the site’s total traffic
Amazon.com is the 2nd overall most SEO friendly website on the web.
Their main brand search “amazon” is sought after 124,000,000 times a month.
